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Prabhu believes that India is on the brink of discovery of a million dollar
opportunity in network surveillance products and therefore wants to ensure that
he has all his bases covered. This includes setting up offices in the metros,
signing up more channel partners and educating the channel as well as architects
and building designers about the benefits of investing in this product line
Why is Axis so bullish on network surveillance?
A 2007 report by IMS shows that globally CCTV has been growing at the rate
of 10 percent while the network video surveillance market has been growing by 40
percent. According to a Frost and Sullivan report,
in 2008, surveillance comprises 30 percent of a billion dollar security industry
in India. Future estimates peg this business to reach $750 million by 2012,
based on industry growth.
Today surveillance has more far reaching usages like controlling processes
to cut costs as well as real-time applications like crowd monitoring or control.
What is your partner ecosystem in India?
We work with distributors, network/storage vendors, application development
partners, consultants and systems integrators. The latter play the most crucial
part in our network as they put together our products and take it to the
customers. Globally, we have 15,000 channel partners in 70 countries, of which,
583 are in APAC alone.
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Prakash Prabhu
Country Manager-India Axis Communications |
We have a three-tier partner program for authorized service partners, silver
and gold partners. They have high visibility on our website, and we keep coming
out with a lot of lead generation activities for them as well. We have recently
rolled out our channel partner program in India.
We also have a program for application development partners (ADPs), who
integrate our solutions with those that exist in the customer environment. We
have signed up eight ADPs in India. Besides this, we work with architects and
engineers who design and specify IP-based security systems for upcoming real
estate projects.
But are customers really keen on opting for surveillance solutions? Why
would they not opt for close circuit TVs (CCTV) or IP cameras alone?
There has not been any technological advancement in CCTV applications in the
past two decades. Against this, there have been a lot of new applications that
are built in and around network surveillance. There is no doubt that there are
lot of market challenges that need to be overcome as well; one of them is making
enterprises aware of the benefits of this technology and how it can add value to
their business.
The second is dealing with the large unorganized market that exists. But as
the customer pull is generated, these people will automatically turn to selling
genuine and authorized products.
VINITA BHATIA
vinitavs@cybermedia.co.in Page(s) 1
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